Did you know that businesses earn an average of $2 in income for every $1 spent on Google AdWords? The popular Google Ad Words Manager online advertising platform is the ultimate way to double your money by placing relevant product listings, service offerings, video content, and brief advertisements in front of web users. This and other pay-per-click (PPC) marketing tactics work well to direct traffic to websites and boost brand awareness.
Like any type of online marketing, there are those who are highly successful and those who blow their entire marketing budget with little to show for it. If you are new to Google Ad’s PPC model, you may find it a tad overwhelming. It can be scary to know that your investment might not pay off. It’s essentially a gamble. However, you don’t need to start your campaign with a thousand dollar-plus investment. In fact, there is no minimum budget on Google Ads, making it a relatively safe investment for new Google ad users.
While going big with your budget can certainly drive sales, it’s best to start small and work your way up to more substantial campaigns. Even smaller budget Google Ads campaigns can be prosperous and well worth the time and investment. You just have to know how to run a successful campaign.
Set Your Budget and Campaign Objectives
While you don’t want to set your expectations too high, it is good to have realistic goals in mind when building your Google Ads campaign. Remember that if you are running a low-budget campaign, don’t expect thousands of dollars in profits overnight. This type of thinking could force you to quit before your campaign really has a chance to work.
Start by determining the maximum amount you could comfortably spend in a single day on your low-budget campaign. If you’re not sure, create a monthly budget for your PPC campaign and divide by the number of days in the month. For example, if your monthly budget for Google Ads is $300, you can reasonably spend about $10 per day.
Once you have your daily maximum budget determined, take a look at the common data-based averages of cost-per-click (CPC) to get an idea of how much you could make per click. For example, the average CPCs on Google Ads were $2.76 in the first quarter of 2018.
Now decide if the CPC will help you meet your financial goals or if you need to adjust your daily ad budget. If necessary, find ways to squeeze a few more bucks into your ad budget. Maybe skip your Starbucks run a few days a week or bring your lunch instead of buy it every day.
Image From AdStage.io
Focus on a Single Targeted Keyword in The Google Adwords Manager
Where many people get their Google Ads campaign wrong is with their keyword use. They often use other marketing techniques, such as the use of multiple keywords, to get fast and efficient results. However, paying for multiple keywords on a low-budget will rarely ever get you the results you’re looking for. Bidding on too many keywords and making too many different ad groups while on a low advertising budget often leads to wasted money. Instead, you want to focus on a single, relevant keyword.
When performing keyword research, you want to be as specific as possible. When you choose a generic term you are taking the small risk that the web user is searching for exactly what you’re offering. For example, if your business sells dog toys, you wouldn’t want your keyword to be just “dog.” The web user could be searching for a wide range of topics, such as information on different dog breeds, dog nutrition, or similar subjects.
When you’re more specific with your keyword choice, the less you’ll pay and the better results you’ll get based on a better ad rank and quality score. Ideally, you want to look for a keyword that produces medium volume traffic and has fairly low competition. Also consider the web users intent when searching. For example, if a web user searches for “dentists near me,” they clearly want a dentist. But if they search “best website design services,” they probably want an article ranking different website design services, not your specific service that claims to be the best.
There are a number of Google Ads keyword tools on the web that can help you narrow down your keyword choice. These tools can provide valuable data, such as the average monthly searches, the level of competition, and bidding estimates for top page compared to your competitors.
Develop a Single Keyword Ad Group
After targeting your single keyword, it is time to create a single keyword ad group, or SKAG. As the name suggests, a SKAG is an ad group on your Google Ads campaign that contains just one keyword instead of multiple keywords. While Google recommends starting with 10 to 20 keywords in an ad group, you want to ignore this advice. A SKAG will take your single keyword and will adjust it with three match types. These include:
- Broad match modifier: +keyword
- Phrase match: “keyword”
- Exact match: [keyword]
With a SKAG, you are able to make your campaign much more specific based on your unique industry, products, and services. However, when you choose to add numerous keywords to a single ad group, you risk creating ads that cannot accommodate all of the keywords. When you focus on one keyword, your quality and relevance score increases which have a positive impact on your CTR and budget.
To understand the importance of using a single keyword in an ad group, look at how the quality factor is determined in Google Ads. According to Google, the quality score is an estimate of how relevant your keywords, ads, and landing pages are. When you have too many keywords in a single ad, it’s nearly impossible to deliver web users with a highly relevant ad and landing page. In short, the more specific your ads, the better results you can expect at a lower cost.
If you are aiming for a low-budget campaign, you’ll need to achieve the highest CTR and high conversion rate to keep your costs low. The use of SKAGs makes this easier. Start by creating a single ad group on your Google Ads campaign and the use the three keyword modifiers mentioned previously to set up SKAGs. You are then ready to bid.
Take Advantage of ECPC Bidding
There are a total of ten bidding styles to choose from on Google Ads. When you are trying to run a low-budget campaign, you may be attracted to types like “maximize clicks” or “maximize conversions.” However, you’ll want to try Enhanced Cost-Per-Click, or ECPC.
ECPC involves machine learning and automation to increase or decrease bids. Google takes several factors into account when bidding higher or lower, such as keywords, competitors, relevance, and funnel stage. If your ads are the best fit, Google will increase your bids. If your competitor is sure to win, then Google will decrease your bid. This helps prevent wasted clicks.
Here is recent test with Maximize Clicks vs. ECPC (Image Source)
Get Conversions with a SKAG Landing Page
Generic landing pages are often at fault for poor conversions. While you may have narrowed down specific terms that your audience is looking for, your CTR may not be resulting in conversions. The solution is message match. Message match is essentially a measure of how well your landing page copy replicates the ad phrasing that brought the web user to your landing page. A great message match increases conversions.
Here the Definition by Unbounce:
A measure of how well your landing page copy matches the phrasing of the ad or link that brought the visitor there. For PPC marketers, this means matching your ad copy to your landing page headline. Strong message match increases conversions because it reassures people they’ve come to the right place
Ideally, you want to use message match to match your copy, keywords, and offer to your ads. Begin with a low-risk offer and customize your landing page for the unique market segments that you are targeting.
While it can take time and sometimes a substantial upfront budget, Google Ads has the potential to produce an impressive return on investment. However, many businesses shy away from PPC in fear of losing their marketing budget. The good news is that you can try Google Ads without spending a lot. While you can’t expect to get rich overnight with a low budget, you can hone your marketing skills and begin generating valuable leads.